Lego has launched its fourth application for Apple devices that integrates with Warner Bros.? Batman franchise to let consumers play a series of games and activities.

Legos and Warner Bros. Interactive Entertainment have teamed up to launch the Lego Batman: DC Super Heroes app, which is available for $4.99 in Apple?s App Store. Apps have played a large role in helping Lego take its brand mobile with educational and entertainment initiatives.

"The strategy is to create a new piece of content that appeals to more people," said Simon Buckingham, CEO of Appitalism, New York.

"Brands like Angry Birds and Star Wars have combined so this is a common App Store model," he said.

"I think the new game will appeal to both sets of fans of Lego and Batman, although the $4.99 price point may discourage sampling."

Mr. Buckingham is not affiliated with Lego or Warner Bros. He commented based on his expertise on the subject.

The companies did not respond to press inquiries.

Game on mobile
A mobile version of the Lego Batman 2: DC Super Heroes game is being rolled out after the PC version of the game launched last year.
 
The app incorporates Warner Bros.? popular Batman and Robin characters into Legos that consumers can play from.  Additionally, more than 80 characters such as Superman, Green Lantern and Wonder Woman are also integrated into the app.

The game uses levels and in-app purchases to let consumers unlock characters. For example, consumers can buy a stack of bricks for 99 cents to help complete missions.

To play, users pick a character and fight The Joker and Lex Luthor to protect Gotham City.

Players interact with a series of gadgets and suits for their character to compete each game levels.

In addition to battling enemies, other examples of game challenges include puzzles and creating custom characters.

Additionally, consumers can flip the game into two modes ? classic and touch screen.

For a brand well-known such as Lego, a mobile game could be particularly effective in getting consumers to keep using an app continuously.

Furthermore, integrating both game levels and in-app purchases into play targets different groups of consumers so that Lego can reach as many consumers as possible.

Mobile past
This is the first app from the Lego that includes characters that talk, which is designed to add a little personality and interaction to game play.

A movie maker version of the app was launched last year to let consumers create their own stop animation movies using the brand?s building blocks and figurines (see story).

Also last year, Lego launched an iPad app that combines music and learning games to help cement learning skills in young children (see story).

As consumers continue to interact with their mobile devices, toy brands will continue to use smartphones and tablets to create engaging experiences for mobile users.

"It's all about taking existing brands to new audiences," Mr. Buckingham said.

"As companies like Disney acquire more brands they can easily mash up multiple properties in the digital space to extend and embrace new and existing audiences," he said.

"You wouldn't necessarily put these two brands together which is what makes it fun, cool and appealing."

Final Take
Lauren Johnson is associate reporter on Mobile Marketer, New York